Win Her trust
Working with Female Clients
What women want from a financial professional — and how to deliver it
Women control a growing share of wealth — yet remain underserved by traditional financial planning. Most financial professionals understand the opportunity, but many still struggle to connect with women in ways that build trust and lasting relationships.
By shifting your approach, you can become the advisor she relies on — and recommends.
Why women deserve dedicated focus
Women already control a significant share of wealth, and that number is growing fast — projected to reach nearly $30 trillion in the next decade.
Yet many still face persistent income gaps, career breaks for caregiving, and longer retirements with fewer assets. Most also say they’ve never received financial advice that truly reflects their lived experience.
By addressing these realities, you can build stronger connections, earn greater trust, and position your practice for long-term growth.
The business case for earning her trust
Trust is the top barrier women cite when choosing a financial professional. Many feel left out of conversations or misunderstood entirely.
When you lead with an approach that reflects their priorities, values, and goals, you create a different kind of client relationship — one that drives results for both sides.
Women who feel understood are more likely to:
Engage in planning conversations
Follow through on financial decisions
Refer friends, family, and other women
Financial professionals who connect early with Millennial women have seen up to 4X faster revenue growth.
How Guaranty Income Life can help
At Guaranty Income Life, we believe the future of financial advice is inclusive, personalized, and value-driven. We support financial professionals with:
- Tools and insights to understand women’s unique planning needs
- Resources to build trust and foster long-term relationships
- Annuity solutions that support income stability, long-term growth, and financial confidence
The role of a financial professional
Earning a woman’s business isn’t just about having the right product. It’s about building a relationship based on transparency, empathy, and inclusion.
You can stand out by:
- Listening actively, without assumptions
- Treating her as an equal financial decision-maker
- Sharing your personal story, values, and causes you support
When your values align with hers, she’s more likely to choose you — and refer others to do the same. In fact, if treated well, women will refer you to 26 of her friends. That kind of loyalty is good for business.
We’re here to help you Win Her Trust — and grow your business by serving one of the most powerful, loyal, and influential markets.